Why I Do This Work


By Lee Schneider, Editor-In-Chief

 

 

I do this work because I believe in the value of telling your own story. If you allow others to tell your story, you give up control. Independence is better.

When you become self-sufficient in your storytelling — whether the story is about you, your company, a product, a crowdfunding campaign, or a movement — storytelling makes it easier for customers, clients, and supporters to find you. Since I started this company in 2010, I’ve watched the storytelling effect manifest in campaign after campaign. Doesn't matter whether it's a book launch, podcast launch, a startup seeking publicity to get more funding, or an educator seeking a bigger platform. Consider the effect of posting a press release or getting one article placement, and then think about the value of having a 10-episode blog series posted, or a series of articles, or a YouTube channel. You will get more ROI with more media. You will be more discoverable.

There is also a deeper human reason why storytelling works. It is how we get to know each other. It’s how we connect. It’s the shorthand we use to figure out if we are in the right room talking to the right people. It’s just how we roll. As I’ve made mid-form media and short form-media over the years, I’ve seen how storytelling is the best fast track to connection.

Now it’s more important than ever to tell stories the right way online.

For years, online communications and marketing has depended upon advertising that requires surveillance marketing. This kind of marketing means that Facebook and other platforms are collecting data about you to display targeted ads that follow you around on the Internet. Facebook has a history of misusing the data it collects, and it compromises your customer’s online privacy. Yours, too.

So far, big platforms like Facebook have not protected our personal data, but that is changing. The European Union has led the way with the GDPR (General Data Protection Regulation.) It requires online platforms and marketers to ask permission before collecting your data. To me it means that Red Cup has to ask permission before marketing to a community or individual. As long as Facebook won't protect user data I won't run Facebook ads for clients. It means I will not send out mass email campaigns unless I have permission from the recipients.

Opting in to the opt-in philosophy.

I don’t have to follow the GDPR. Red Cup is a US-based agency. I want to honor the spirit of GDPR because I believe data privacy contributes to the health of the internet. Asking permission before collecting data is the right thing to do. It's a better way to use the web by respecting your potential customer or client. Let's tell a story that matters to them and to you. I wrote a blog about marketing in the age of GDPR if you want to go deeper.